The really good buffalo concept test for values added bison

Diane Rickerl, Tim Nichols, Carol Cumber

Research output: Contribution to journalArticlepeer-review


A consortium of tribal bison producers, tribal and state university faculty, and business professionals defined a "brand" of Native American-raised bison that would reflect the cultural and spiritual values of American Indians and the historic relationship between American Indians and bison. Following a concept-testing market-research approach, surveys were distributed to potential producers and consumers of this "Good Buffalo." The consumer respondents indicated that environmentally friendly production practices (89%), humane treatment of animals (82.1%), and supporting prairie restoration were very important aspects of the brand. Price was very important for only 42.7% of consumer respondents, and being raised by American Indians was very important to 28% of consumer respondents. The number of producer survey respondents was too small to present clear conclusions. However, since completion of the brand development, Native American Indian and non-Native bison producers with similar interests have formed a business and adopted the brand concepts developed.

Original languageEnglish
Pages (from-to)215-222
Number of pages8
JournalGreat Plains Research
Issue number2
StatePublished - Sep 2010


  • Bison
  • Native american indian values
  • Niche market


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